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Dinosaur Roar! fashion line a hit

Retailer M&Co will partner to expand line in A/W as first Dinosaur Roar! apparel range sells out

Following the success of its first Dinosaur Roar! apparel range, Nurture Rights has announced expansion of its offering with retailer M&Co.

The new children’s collection for autumn/winter will be produced by Fashion UK for M&Co and will offer customers a wide range of clothing including nightwear, daywear and accessories. The new range will be available in 240-plus M&Co stores across the UK which stock childrenswear as well as online from September 2017. A percentage of sales will go to the Natural History Museum.

Nick Barrington, Nurture Rights’ Managing Director, said: “We are delighted to see our Dinosaur Roar! apparel range doing so well and outperforming other licensed brands in store and online. Sales in the first two weeks have been incredibly strong and we expect to see even better numbers once the full range rolls out later this month. Feedback from customers has been exceptional.”

The new follows a highly successful launch of the spring/summer Dinosaur Roar! collection. Two weeks after the launch, both in-store and online sales have been very strong with some lines already sold out in some stores. Due to the fantastic reaction to the range in its first two weeks, M&Co have already placed repeat orders on some of the best selling lines.

M&Co was one of the first retailers to take the Dinosaur Roar! Clothing Range, which included daywear, nightwear and accessories.

Julia Redman, Head of Buying Kids, Mens, Kylie and Home said: “We are delighted to be developing a new range for Dinosaur Roar! for AW17 in partnership with Nurture Rights and Fashion UK. The spring range has proven a real hit with our customers and generated a great deal of excitement in store”

Publishing sales for the brand are also very strong. Macmillan Children's Books published its new edition of Paul and Henrietta Stickland's classic paperback, Dinosaur Roar! (newly minted to include a poster inside) in May 2016.  Retail sales of the new edition have seen a year on year increase of over 600% on the previous edition selling in the same period.

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